The choice of premium lenses available to patients has never been greater and this category is dedicated to those practices that strive to offer their patients the very best in optical performance. The winning practice will prescribe the best lens solutions the industry can offer and may also be using top end products as a differentiator in tough economic conditions. The practice will actively market, promote and discuss the latest lens products and proactively sell customers into the best choice eyewear using modern and appropriate techniques and technology. The practice’s approach to this and their ability to educate clients will be taken into consideration. The judges will also be looking at the practice’scommitment to professional and non-professional education and training. The judges will be looking at the range and type of end products on offer such as photochromic, progressive, coatings, wraparounds and tints.The winning entry will be able to demonstrate a commitment to top end products, have a strategy for retailing and dispensing them and have a successful track record in making that policy work.